Being on par in terms of price and quality only gets you into the game.
Service wins the game. – Tony AlessandraNobody wants to lose customers, but you know as well as I that when the economy gets tough in the slower season, many businesses go into reactive mode. Their focus shifts to cost control and the acquisition of new customers. History has taught us that every time this happens, relationships with existing customers can be put at risk. Financial responsibility is important, as is getting new business, but not if it is at the expense of your existing customers.
Here on Maui, our existing customers rise to the surface in the slower months. We, as residents of Maui, are the steady lifeblood of each other’s businesses. When the bottom line drops as the number of visitors decline in the off season, we see how important the residents here are to our business and employment.
We must step up our customer service and customer appreciation in slower times. There is typically the same amount of businesses competing for the same amount of revenues. Begin by sharpening your customer service. Take proactive steps in training employees.
Local customers are truly important. The customers you build loyalty with here will be your referral sources when visitorship increases. Residents play a short-term role in your business economy and equally important, they impact your long-term revenue, as well. You will not be able to see or track some of this, but I assure you it is happening behind the scenes, and it translates into money or profit. For you, it will either be positive or negative. This will depend on your product or service, and the impression you have left with each and every one of your customers. Local customers spend immediate money, and they will bring in word-of-mouth referrals, who will spend additional money.
Make sure you and your employees are trained properly in quality customer service. Also, determine your level of care. If you do not care or your employee(s) don’t care, then have a meeting about the importance of customer service. If you are still not sure if employees are working at the caliber they should, then consider working with or hiring a secret shopper. This person could be hired or influenced to shop at your business or target specific employees, to see where improvements could be made.
Provide quality customer service and ultimately, you should see increases in the off season and the peak season.
This is wise business.
As always, it is my pleasure to give back to Maui through business education.
Chevy Tharp is regional vice president, Hawaiian Islands and Western U.S., for Meridian Business Brokers & Meridian Group Hawai‘i. Tharp is an international business consultant and business broker who specializes in helping people buy, sell and improve businesses. He welcomes you to contact him at chevy@mghawaii.com or (808) 268-6131.